How many times have you heard pharma companies have to switch to digital communication? That they have to engage customers with digital dialogue and become customer-centric? Now, have you done anything with this? No, really, is your company digital or is it just a bolt-on to its business model? If digital is still not a complete approach of your company, you certainly should familiarize yourself with what I’m going to tell you.
Why your company can’t afford traditional marketing?
There are few factors that make traditional marketing expenses. Today’s marketing in pharma industry should be personalized to be effective.
Today, everyone along the pharma value chain (…) has a digital “self” that is generally far more open to sharing in cyberspace than in the real world.
It is a very long and expensive process to get to know your customers in a traditional way. It often requires engaging Key Opinion Leaders in meetings with representatives and increases costs. The number of customers is still growing and it becomes very hard for representatives to keep contact with them. So what to do then? There’s no other way than to adopt digital solutions to empower representatives. And as mentioned in Time for Pharma to Dive into Digital, even partial adoption of digital can reduce promotional costs by between 20 and 50%. [source]
There’s one more important thing. Customers are becoming very aware of their needs and they actively look for services to fulfill them. Nowadays, almost everyone is online, and it is very important for pharma to understand that customers’ expectations and behaviors were shaped by the other sectors. They search for information on the Internet, and pharma needs to accept that it’s not going to change anytime soon. So the big challenge for the industry is to be where the customers are – in the digital world.
One of the greatest advantages of digital solutions is automation of communication, which eases representatives’ work, and saves their time – automated communication sends adjusted message to the particular client at the right time. Today’s reps have so many clients can take care of more clients, with less effort. Another big advantage of digital solutions is they allow for tracking user’s activity and interests, so your company gets insights at almost no cost.
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